What is Customer Journey Analytics

A customer does not buy a product or service blindly. They go through the entire journey from discovering your brand to buying your product or service, sometimes even recommending it to someone else.

customer journey analysis

To understand your customer journey, you need to take advantage of customer journey analytics.

Get started for free with HubSpot's analytics software

Every business, startup or enterprise – in any industry – needs to understand how customers interact with their brand. Insights gained from customer journey analysis can help, while increasing customer lifetime value, customer loyalty and revenue growth.

In this blog post, we cover the following:

What is Customer Journey Analysis?

Customer journey analysis is a collection of data that helps you understand how your prospects or customers engage, engage, and convert along the customer journey.

Customer journey analysis often starts with a customer journey map, which is a visual representation of each step a customer takes with your business. Then, it applies data on how your customer behaves at different stages of that map, helping you to assess how your customers’ journey is impacting your business, or how to complete that journey. and what is stopping the customer from buying the product

Customer Journey Analytics Steps

1. Outline the customer journey map.

Customer Journey Map Template

Build your customer journey map using HubSpot’s templates

The first step to customer journey analysis is to create a customer journey map. A typical customer journey map includes the following: buying process, user actions, emotions, pain points, and solutions. The Customer Journey Map is the foundation for further analysis.

2. Identify the right analytics tool.

To accurately analyze the customer journey, you need the right tools.

A good customer journey analytics tool will monitor, track, and analyze data such as website data, conversion data, and description data across multiple channels.

Customer Data Platform (CDP) Also plays a role in supporting customer journey analytics. Platforms assign unique IDs to your website and app to create a single customer view, which can include information such as location, browser, device type, operating system, historical transactions and visitor logs.

3. Collect your data.

A robust analytics platform enables you to collect data on customer behavior. Data can be divided into two main buckets: user data and interaction data.

  • user data: Provides context on a user and their symptoms. Data may include email, age, industry and occupation.
  • Interaction Data: It provides information on how a user interacts with your product or service.

4. Analyze the data.

Data in itself is not meaningful without analysis. The purpose of customer journey analysis is to make sense of the data and extract insights that can inform your business strategy.

For example, an e-commerce company may identify through analytics that customers need to create an account in order to complete a purchase, thereby preventing the customer from completing the purchase – a solution may be by implementing a guest checkout option. Could

5. Update the customer journey map.

Using the information you’ve received, you can now update the customer journey map accordingly. For example, you can add additional pain points uncovered through data analysis, such as requiring customers to create accounts to complete a purchase.

6. Use customer journey analysis to test new strategies.

The next step is to figure out how to enhance the customer journey experience. Testing new strategies such as adding a guest checkout option, speeding up the account creation process with fewer steps, and sending abandoned cart emails are all examples.

Benefits of Customer Journey Analytics

By leveraging customer journey analytics, you’ll be able to improve your customer experience with actionable insights, unlocking benefits such as:

better understanding customers

By collecting and synthesizing data, you’ll be able to better understand what aspects of the buyer’s journey lead them to purchase a product or service. For example, an e-commerce company may learn that customers coming from a specific social media platform are more likely to make a purchase, or discover that certain audience demographics or affinity are more likely to turn into leads.

Pinpointing Where You’re Losing Customers

Not all customers follow through, and unless they fill out a survey, it can be difficult to find out why they churn. By taking advantage of customer journey analysis, you can pinpoint where you are losing potential customers.

For example, a business may lose potential customers during a channel or device transition. A prospect may start filling the form on a mobile device but choose to fill it on a laptop. If the entered information is lost, the potential customer may not take the time to complete the signup process.

Customization and solutions for prospects

With a better understanding of customers’ pain points and the reasons behind them, you’ll be able to figure out how to improvise and strategize a perfect customer journey.

improve ROI

Is Your Investment in Customer Experience Worth It? By using customer journey analysis, you will be able to measure ROI for customer experience initiatives. From there, you can streamline, remove or cut costs on initiatives that don’t benefit your bottom line, or aspects of the buyer journey that have a double impact.

For example, if you run an incredibly expensive advertising campaign that doesn’t drive the same level of new customers or purchase page visits as unpaid or more in-house content, you may want to save money on ads and try more cost-effective strategies. You can aim to focus on the ones that actually make you money.

customer journey analysis software

1. HubSpot Marketing Hub: Advanced Marketing Reporting

hubspot customer journey analysis

Get started with Customer Journey Analytics

HubSpot Marketing Hub is equipped with robust customer journey analytics capabilities and tools that can map data on conversions, leads, deals, and website engagements around different stages of the customer journey.

Advanced marketing reporting tools enable you to attribute each customer interaction to revenue, analyze conversion rates and the time between path steps, and provide further data to help you build informed strategy which can improve ROI and buy rates.

2. content square

content square


Content Square captures UX, performance, and product and content data throughout the customer journey. The platform also enables you to visualize metrics so that they are easily digestible. You’ll be able to find information like bounce rate and the number of lost conversions, and dig deeper to find out why.

3. Google Analytics

Google Analytics

Google Analytics is a widely used website analytics software that enables you to track user behavior across various platforms including mobile applications. Features like daily traffic reporting give you insight into what visitors are engaging with. Plus, its Analytics Amplifier can combine Google Analytics and hubspot data,

Customer Journey Mapping vs Customer Journey Analysis

Customer journey analysis and customer journey mapping are often confused with each other. Although they are complementary, customer journey mapping Visually represents the stages of the customer journey from start to finish, while customer journey analytics provides data about customer interactions at each stage.

Customer journey maps often include the following:

  • Purchase Process: By pulling data from places like CMS and prospecting tools, you’ll be able to find out what’s driving the customer’s buying process.
  • User Actions: This part of the customer journey map details the actions that customers take during their journey.
  • Feelings: Emotions help color your understanding of how your customer is feeling and reacting as they go through their journey with your business.
  • pain points: Adding pain points to your customer journey map gives you a comprehensive picture of the challenges your customer may be experiencing.
  • Solution: Finding solutions can help your customers experience fewer pain points. The data and insights you collect can help inform your solutions.

Customer journey analysis digs deeper. Customer journey mapping is the “what” and customer journey analysis is the “why” because it organizes customer or prospect data around each step.

Here’s an example of how Customer Journey Analytics works in the HubSpot Marketing Hub:

hubspot customer journey analysis

HubSpot’s Advanced Marketing Reporting Tool

Customer Journey Mapping vs. Analytics Example: Let’s say your business offers a CMS tool and your ideal customer, a graphic design firm, finds you through a targeted Instagram ad.

In the customer journey map you’ve created, your target customer considers using your CMS tool to build a new website that showcases their strengths. They schedule a demo before trying the free version and are initially excited, but become frustrated by the limited design elements offered by the free version. His biggest pain point turns out to be a lack of versatility. They then look into purchasing the paid version or switching to a cheaper competitor.

With Customer Journey Analytics, you’ll apply real-time data to that map: With journey mapping, you’ve identified the steps your customers take most often and their common pain points. A robust customer journey analytics tool can then collect, aggregate, synthesize and visualize the data so that you can understand your customer actions and see whether your mapping and journey-based strategies are working.

For example, the data can show how your customers are interacting with your product.

A good customer journey analytics platform combines data such as user data, survey results, and website analytics, you can get a comprehensive view of why your customer is experiencing those pain points and address their concerns as a result.

Develop an impactful customer journey

To stay competitive, it is important to understand and create a strategy to enhance the customer journey. Customer journey analysis is only one component. Other major steps include making buyer person, customer journey mappingand constantly updating strategies based on data.

To get started with improving the customer journey, learn more about HubSpot’s marketing solutions marketing hub,


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